Associate Director, Communication Planning
Carat International, Ltd - New York, NY

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The Associate Director, Communications Planning role is a leadership role as well as a managerial one. The Associate Director, Communications Planning sets the working style for the group, leads the strategic direction and is tasked with being a marketing partner for the clients. The Associate Director, Communications Planning is an expert on the clients’ business and a leader on the business with the clients and within the agency. The Associate Director, Communications Planning is responsible for demonstrating a strong working knowledge of the media space (including digital media) and available media research. This individual is responsible for identifying business opportunities and solutions on a regular basis. The Associate Director, Communications Planning sets the tone for how the account is managed by assuring focus on key client objectives and delivering appropriate resources while maintaining profitability.


Responsibilities include, but are not limited to:
Communications Planning:
Accountable for media plan output timeliness, accuracy, and overall excellence

Plays integral role facilitating with the Communications Planning Director and Strategy Director in the collection and evaluation of syndicated consumer and media consumption information and play a contributing role in the creation of the communications plans

Serves as the comprehensive specialist in existing and emerging media opportunities (thorough awareness of available media and marketing services suppliers) that would be relevant to the assigned brand/category and ensure that opportunities within them are presented and communicated to Carat and client teams.

Exploit understanding of the client’s Media AOR and Reach-Based planning models to help maximize and stretch the capabilities of these models in order to better achieve communications planning objectives and optimize media investment

Examples: Supports development of communications plans and helps to inform design of special multi-touch-point programs (partnerships, MMPs)

Integrates special, performance-enhancing elements into plans when potential incremental value can be supported (Engagement Zone units, special buys, behavioral targeting, etc.)

Fluent in key implementation and valuation techniques and sources: reach curve updates, MediaTools, windows of change, schedules, actualizations, econometric and brand measurement tools (MMM, METT, Equity Scan)

Oversee the consistent reporting of competitive market/media information for each brand/category, including business insights that can inform media as well as broader marketing actions; enlist help from CPD and issue jointly

Serve as a facilitating contact point for client’s internal media staff and the primary contact point to client’s brand staff when media issues are discussed

Lead the process of strategic media planning/execution and serve as a resource for supervisors, planners and assistants for advice and counsel

May assist in the creating and negotiating of yearly client contracts and supplemental proposals and manage account profitability

Client & Internal Relationships:
Build trusting, collaborative relationships with clients and agency partners at appropriate levels

Maintains client relationships at appropriate levels

Manage expectations of clients and deliverables

Accurately represent the client’s point of view when reviewing work, leverage this perspective when providing feedback to team and presenting to client

Grow business opportunities with current clients, where appropriate

Participates and presents in New Business efforts and presentations, where appropriate

Capable of effectively managing up and down the reporting structure

Strategic Thinking & Leadership:
Provide and/or guide strategic input for all plans internally and externally

Demonstrate problem solving and intervention when necessary

Understand and analyze the root causes of problems and develop ways to rectify

Guide and assist staff to arrive at potential solutions to problems/issues

Ensure key information is provided to team regarding client issues, internal agency issues, changes in account status, etc.

Train, motivate and develop a Communications Planning group

Construct and deliver accurate, honest and timely performance management documents

Communication Skills:
Establish and maintain communications process with clients, offline media teams, creative, etc. for each piece of business within the team

Direct the development of client presentations and other important communication ; communication that is clear, compelling and persuasive

Lead client presentations

Communicate key information about our company

Adapt communication style to relevant audience

Link communication to audience’s concerns and perspectives

Move audience to desired action through clear and persuasive delivery of information


Bachelor’s Degree

7+ years of communications/media planning experience

Client service experience

Understanding of key research sources

Proven leadership ability – experience managing a team of planners & supervisors

Knowledge of current trends and innovations in media

Knowledge of digital media

High-level proficiency in MS Word, PowerPoint, Excel and Outlook